Media

Mr. Kipling launches set to drive sweet sales

Premier Foods is set to deliver growth in the sweet treats segment with the introduction of two limited edition cakes; Treacle and Custard slices and Jam and Custard slices.

Premier Foods is set to deliver growth in the sweet treats segment of the £920m cake category with the introduction of two limited edition cakes; Treacle and Custard slices and Jam and Custard slices.

Tapping into consumer demand for teatime treats suitable for all the family, Treacle and Custard slices consists of delicious treacle flavoured sponge slices, topped with custard flavour icing, while Jam and Custard consists of a delicate pastry base with a raspberry jam layer beneath a custard flavour sponge and custard flavour icing.

Michelle Wilde, Brand Director of Cake Premier Foods, says, “With the new launches, we have taken inspiration from classic British flavours and created them in an accessible cake format for everyday treating. As market leader in the cake category, we are confident that these delicious cakes will be a hit and recommend that retailers stock up before they sell out.”

Mr Kipling Treacle and Custard slices, and Jam and Custard slices are available from 18th February with the golden RRP of £1.

- Ends-

For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]